Alex Severn Interview: From Budgets to Business Analytics
Discover Alex Severn’s journey from federal budgets to business analytics. Listen now for insights on grit, data, and public service.
Ad spend on dirty data burns; the fix is a foundation of accurate, clean, integrated, trusted data.
Stop Burning Ad Spend: Build a Clean Data Foundation First
Why scaling ad spend on dirty data wastes money: the three part cleanup checklist and the tie out rule that keeps teams trusting their numbers.
The big three UTM tags (source, medium, campaign) plus utm_content, wired into GA4's channel report.
UTM Parameters in GA4: What to Tag and How to Read It
How to tag links so GA4 tells you which marketing books jobs: the big three parameters, a naming convention your team will keep, and four mistakes to avoid.
The marketing data HubSpot centralizes, from traffic sources to attribution, and where it stops short of booking the job.
What Marketing Data Can You Actually Get From HubSpot?
HubSpot centralizes your marketing data but it does not book jobs on its own. Here is what a home services owner can actually use, and where it stops.
One view, every channel: booked jobs and cost per booked job side by side, so the losers are obvious.
See Which Marketing Channels Book Jobs, in One Tableau View
One Tableau view that shows cost per booked job by channel, so a home services owner can see which marketing actually books work and cut the rest.